GA4 audit
GA4 audit: a report in 1 to 3 weeks, ranked by impact
We check your tracking, your attribution and your consent set-up, then we hand you a written report with the fixes ranked by impact on your profitability. An advertising account optimized on faulty measurement improves on paper rather than in your sales: that is why the audit comes before everything else.
See the pricing ↓ · Google Tag Manager · GA4 · Google Ads · Meta · LinkedIn · Microsoft Advertising
We are proud to contribute to our clients' success.
The context
A budget is decided on real sales
In almost every account our experts take over, the platforms claim more success than your sales show. The problem? An imprecise definition of a conversion.
If you tell the algorithm that a page view is a success, it will go looking for page views. At Falia, a conversion is a qualified form received, a relevant phone call or an eCommerce transaction with its real amount.
Measurement is the setting that decides every other one, and it is what secures your profitability.
The same request counted twice, once by the platform's tag and once by GA4 imported into the same platform.
Actions that are not conversions declared as primary conversions: a download, a visit to the contact page, a click on an email link.
Invisible calls, when in several industries the best request comes in by phone and is counted nowhere.
Organic (SEO) never given credit, because only paid was instrumented. Organic search then looks as if it brings nothing back.
We have written about this: the three gaps that distort everything else and why double counting makes you spend more without generating more sales.
Definition
What is a real conversion?
The action that generates revenue for your business: that one alone. It varies with what you sell, and it is the first thing we set with you. One primary definition per business goal.
The completed form
Lead generation, B2B as well as B2C. The conversion is counted on receipt rather than on submission: a form that fails silently must never count. We validate the complete path, all the way to the inbox and the CRM.
The call that leads somewhere
In many industries, the best request comes by phone. We measure it with a minimum duration, so a wrong number does not count as a request. It is often the fastest measurement gain for the margin.
The sale, with its amount
Online retail. The conversion carries a value (the real revenue), and that is what makes the advertising return readable. We pass on the real order amount rather than a fixed value: an $80 cart and a $900 cart are not managed the same way.
A visit, time spent, a download: everything else remains measured, but as secondary. Those signals (often vanity metrics) are there to understand, never to drive the bidding. A secondary conversion declared as primary steers your budget towards nothing, and the algorithm will follow the instruction to the letter.
The calculation
The right indicator changes with what you sell
Online retail
Real ROAS, then margin
ROAS says how much revenue each dollar of advertising generated. It is readable because the sale and its amount arrive in the same session. We then read it on margin rather than on gross revenue: a ROAS of 4 on a product with a 12% margin loses money, and a ROAS of 2 on a product with a 60% margin makes money.
We add the customer's value over time when the product gets bought again. Without it, acquisition caps out too low.
Lead generation
Cost per qualified lead, then per sale
Generic ROAS loses its meaning here: when the request comes in, nobody yet knows what it is worth. The useful indicator is the cost per qualified lead, the one your sales team recognizes as a real business opportunity. Then, at the end of the cycle, the cost per sale.
That is exactly what the cross-check with your CRM lets us calculate, beyond what the platforms see on their own.
To go further: measuring the cost per sale rather than per vanity form.
What sets us apart
We follow the lead all the way to the real sale
The platforms know a prospect clicked. We build the bridge to your CRM to tell the platform whether that prospect actually bought. The advertising platforms' artificial intelligence then starts looking for profitable customers rather than simple clicks.
Concretely, every request lands in your CRM with its complete origin: platform, campaign, ad group, keyword, click ID. That origin stays attached to the file until it closes. When your sales team qualifies or signs, the information flows back.
You no longer read “this campaign produced 40 leads”. You read “this campaign produced 40 leads, of which 9 qualified and 3 sales”. And the other one: 12 leads, of which 8 qualified.
That is where profitability is decided. The campaign that produced the most volume is almost never the one that produces the most margin, and yet without this cross-check, it is the one that gets the budget.
What the platforms see
What we add
Once the bridge is built, we send the qualifications back to the platforms as offline conversions. Their automation then learns from your real customers rather than from impressions.
The deliverable
What we check, part by part
The grid falls into four parts; here are the main points in each. We publish it because it is what separates an audit from a promise. You receive a written report in 1 to 3 weeks, depending on our current engagements. Every finding is ranked by impact on your sales and executable by your team.
Part 1 · Collection
Is the data coming in correctly
- A single tag and no double counting
- Data streams per domain and subdomain
- Internal traffic and bot filters
- Referral exclusions that break attribution
- Data retention and conversion window
Part 2 · Conversions
Are the sales being counted
- Key events declared and ranked
- Monetary value assigned to each action
- Phone calls and forms tracked
- Secondary actions wrongly counted as conversions
- Conversions imported into Google Ads and Meta
Part 3 · Attribution
Who the sale really belongs to
- Attribution model and window chosen
- Consistent UTM tags across every channel
- Direct traffic inflated for lack of tagging
- Gaps between GA4, the platforms and the CRM
- Server-side tracking, when it is justified
Part 4 · Consent
What Law 25 takes from you and what remains
- Consent banner and refusals actually respected
- Google Consent Mode, version and wiring
- Volume reached for conversion modelling
- Share of sales measurement actually lost, with a figure
- Retention and transfer of personal information
Consent Mode only activates its modelling from 700 clicks in seven days per country and domain. Many small and mid-sized businesses here never reach that threshold and therefore recover nothing: it is one of the findings the audit puts a number on. The full analysis.
The method
Four steps, in this order
We measure what is already measured
An audit of the tags in place, the duplicates, the actions wrongly declared as primary. We compare what the platforms display with what your business actually sold.
We set the definition
One primary conversion per business goal, written down in black and white, validated with you and with your sales team. The rest becomes secondary.
We install and we verify
A single container, events tested one by one, consent configured, origin kept all the way to the CRM. Nothing is declared working before it has proven its accuracy on revenue.
We close the loop
Qualifications flow back from the CRM to the platforms, and the monthly strategy report reads in qualified leads and sales rather than in likes.
On consent: a share of your visitors refuses cookies, and that share disappears from your reports if nothing is planned for it. We configure consent mode so refusals are modelled rather than lost, and we document what is measured. What Law 25 really takes from your measurement →
Pricing
What a GA4 audit costs
A price agreed before we start, depending on the scope of your measurement.
Who it is for
Is your situation a fit for Falia?
Who we work with
An engagement requires seven conditions, including a minimum budget. For every situation we turn down, we say who is better placed.
See the conditions →Owners and entrepreneurs
You have nobody in house to run marketing, and no time to micromanage it yourself. You approve the business direction, we handle the execution.
What we do for you →Marketing teams
Your team is in place, but you are missing a specific expertise or the hands to move forward? We fit in naturally to get your projects unstuck.
How we fit in →Frequently asked
Your questions about measurement
What is a conversion?
The action that generates revenue for your business: that one alone. In lead generation, B2B as well as B2C: a form completed, qualified and received, or a call that lasts long enough to be a real request. In online retail: a sale, with its amount. Everything else is measured, but does not count as a conversion and never drives the bidding.
Why does the definition matter so much?
Because the bidding algorithm optimizes towards what you declare to it. If you count a brochure download as a conversion, the platform will go looking for people who download brochures. It will do its job very well, and you will pay for nothing.
What is Google Tag Manager for?
It is the single point of passage for all your measurement. We add a tool without touching the code, we see what fires before publishing, every version is dated and reversible and the container stays in your account. Without a webmaster available at all times, it is the difference between measurement that gets fixed in seconds and measurement that stays frozen.
Do we need GA4 if the platforms already count?
Yes, but not for the same job. The native tags serve the bidding; GA4 serves the analysis, because it is the only place where paid, organic and direct are compared on the same profitability rule. Driving Google Ads bidding with GA4 is the most frequent mistake we correct in an audit.
How do you measure organic and direct?
With the same events, fired in the same place, but read in GA4 rather than in an advertising platform. That is what lets us compare what a dollar of advertising brings back and what a year of SEO, AEO and GEO brings back, on the same definition of a sale.
What is ROAS and when is it useful?
It is the revenue generated per dollar of advertising. Useful in online retail, where the sale and its amount arrive in the same session. Misleading in B2B, where the value of a request is only known after qualification. There, the indicator is the cost per qualified lead, then the cost per sale.
How do you know which leads were qualified?
We keep the UTM parameters and the click ID of every request all the way into your CRM, then we read them again once your sales team has closed the sale. Every lead carries its origin: platform, campaign, group, ad. So we see how many requests each campaign produced, how many were qualified and how many ended in revenue.
Can the platforms do that?
Not on their own. Google Ads, Meta and LinkedIn know a form was filled in; they do not know whether the person signed. Your CRM knows. Our job is to make the information flow both ways, so their automation learns from your real customers.
What does Law 25 change?
A share of your visitors refuses cookies, and that share disappears from your margin reports if nothing is planned for it. We configure consent mode so refusals are modelled instead of lost, and we document what is measured and why.
How long before we have reliable figures?
Installation and validation generally take two to four weeks, depending on the number of platforms and the state of the CRM. The first gaps between what the platforms report and what you collect show up in the first full month. The profitability reading needs one complete sales cycle to become stable.
Are your figures telling the truth?
Book a call. We look at your platforms and your CRM, and we tell you where the gap with your sales is widening.
No commitment · 30 minutes · you talk to a partner
The accounts and the container remain yours
